AN INDEPENDENT shop has moved premises after quadrupling its stock since it launched nine months ago, following a surge in customers who want to make more ethical consumer choices.

Jayne Bedford opened Naturally Ethical on Well Street, Ruthin expecting to be able to run it alone, however she has had to employ six staff.

Its items such as biodegradable wax food wraps, plastic-free shampoo bars and deodorant in cardboard tubes have proved popular with the community and have even attracted travelling shoppers from Liverpool and Manchester.

Mrs Bedford, a trained baby-wearing consultant, said: “When I started I thought I would be able to run the shop myself, but there was immediately a real demand for it and the business grew very quickly. The wax wrapping, for example, has been popular because it is a great alternative to cling film, as well as organic children’s clothing and nappies.”

Naturally Ethical moved into the larger premises, situated further down the street, on June 5, and now has a play area with sustainably made toys and a small café which sells organic tea, coffee and cakes with vegan options.

Its items also include bamboo straws, recyclable razors and vegan toiletries.

“We have had customers come in and ask whether we can stock an item they want to buy and we try to accommodate where possible,” Mrs Bedford said. “It is part of our ethos to be involved in the community and encourage people to make better choices for the environment.

“Hopefully more shops in the town will now be inspired to become more environmentally friendly too."